Over the last three weeks, I have had the wonderful opportunity of sitting down and talking with over 30 of our Towny clients across the country. In almost all cases, they had the same question about Towny’s “awareness” marketing (meaning, the marketing we do to let people know about Towny and our network of locally-owned businesses). What exactly are you doing? So I thought I would take the time to share exactly what we’re doing.
First off, let’s start with the data. Back in March and April, when we decided to make our move away from traditional marketing (billboards, radio, etc.) to digital marketing, we kicked off our social media pages on Facebook. At that time we were reaching about 3,000 to 4,000 unique people in each community for a total of around 15,000 to 20,000. In September, we reached about 30,000 unique people each week in each community, totaling about 150,000 across the five communities in which we exist.
You may have These same questions
When I have shared those stats, I have gotten the following questions: How? But you don’t have that many likes? But I see your posts and though they get some good comments and reactions, it isn’t huge, so how could you be reaching that many people?
When I share that we are utilizing Facebook’s tools to do paid marketing, they then say, “But I boost posts, too, and I don’t see those types of results.”
And that’s when I had the “aha” moment that I should write this article. When we say Towny does paid advertising on Facebook, most of our clients assume we are “boosting” our posts. Yes, we do boost our posts, but there is a lot more we do on our client’s behalf.
Through the involvement of all of the businesses in the Towny network, we have been able to invest in some of the most sophisticated technology tools, as well as hire people with some great expertise. Let me give three examples of this in action:
On Facebook, we track who interacts with our content. We can then re-target those very same people with different content that drives them to take different actions. For example, if we see someone like a blog post of ours and we notice that they haven’t liked our page, we invite them to like our page. Then once they have liked our page we can target them again with some content inviting them to download our app.
We also build a custom list of people that we target our content to in order to begin a relationship with them. This custom list is based on attributes from the people that consistently engage with us (for example, who have downloaded our app or have reacted to some of our content) and who live in the specific geographic regions where our clients are. So that means if we see that Sue, Betty, and Phil are already part of our normal audience, we can find other people who share common attributes with Sue, Betty, and Phil to get them to become part of our audience. This level of targeting allows us to spend our dollars VERY effectively.
Another thing we do is quickly test different pieces of creative. At any given point when we kick off a campaign, we will create three or four different versions of the content that we promote. We track which one is performing best and are very quickly able to hone in on what is most effective.
And for the best part? Most of this is done through automated technology with deep data analytics. The experts that we brought on to help us with that have consistently been impressed with how well our marketing performs, as compared to others they have worked with in the past. We are always excited to share with them that it is because all of our content revolves around our amazing clients, who are all locally-owned businesses. So when we write content about you and then promote it to the people that live in your cities and communities, they absolutely love it and embrace it.